There is much discussion about how to generate brand loyalty, but increasingly the new yardstick is to recruit customers who don’t just like your brand, or even love it, but are OBSESSED with it.

So, what does this look like – to have brand-obsessed consumers? You can see it at work when Apple releases a new iteration of i-devices, with brand disciples literally camping out the night before just to get the latest product. Riders of Harley-Davidson motorcycles tattoo their bodies with what is essentially a corporate logo, because to them it represents more than a product – it is a statement, a lifestyle, it is key to their very identity.

So, it begs the question – how do you make that intimate connection with a customer? How do you make them obsessed with you, in a good way?

Award-winning author and CEO of Trend Hunter, Jeremy Gutsche insists to make a powerful connection with consumers, brands must “intimately observe their customer” in order to understand them better, to discover the right space in which to innovate.

He says the willingness to experiment and the commitment to understanding customers will yield winning results. He encourages CEOs to ‘win like you are used to it’ and ‘lose like you enjoy it’, advocating that it is only companies who continue to experiment, create new things, have a culture that fosters creativity and are prepared to try and fail, that will be nimble enough to tap into the new generation of consumers, and to keep pace with them as their modes of researching and purchasing goods and services evolves over time.

Sounds chaotic, right? As the current economic environment is more fluid and prone to change that at any other time in our history, with the speed of change only accelerating, change is the only constant that can be depended upon, and smart brands are those that make a cultural and personal connection with their customers that can be built over time, and is available across a broad range of opportunities for both commerce and sharing. In short, embrace the chaos.

To see Gutsche’s video in its entirety, click here and I would love to know from you what your business does to create brand obsessives, and how you are coping with the inevitable chaos of commerce.

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